From Knockoffs to Knockouts: How Alpine's Branding Strategy and Partnership with Markets Dominion Improved Profit Margins and Eliminated Counterfeit Products
Problem
Alpine is a Dutch brand that has been manufacturing high-quality hearing protection products since 1994. The brand is a red dot design winner and has provided products to events such as the Formula 1 race. With 25 years of research and development experience, Alpine is a leader in hearing protection and has been working to create global awareness regarding hearing protection.
Solution
Initially, Alpine was selling its products through an Amazon vendor account but realized that it was missing out on a significant market share by not becoming a direct seller. They started with a seller central account, resulting in a better profit margin and increased sales. However, counterfeit products were a challenge for the brand. Some sellers created knockoff products with a similar design, which affected the click-through rate (CTR) and conversion rate (CVR) on Alpine’s listings. To overcome this, We enhanced its main image, offer, and ratings, and created a brand presence on social media channels to generate brand keyword search volume on Amazon.
The hijacker barrier was another challenge faced by the brand. To counter this, we enrolled in a transparency program and added a unique barcode on every unit to ensure product authenticity using the Amazon transparency app. This helped remove FBM sellers using IP and inauthenticity complaints, and left no room for hijackers to send their inventory to the FBA warehouse. These solutions resulted in an overall increment of 17% CVR on the whole catalog.
Outcome
Markets Dominion’s collaboration resulted in a 9% profit margin increase and a 6% increase in service charges. With an improved brand identity and strategy, the profit margin increased further, resulting in an overall 13% increase in the first quarter of the launch. The brand was able to remove counterfeit sellers and hijackers from its listings, resulting in a 100% conversion share on its listings. This brand now protects more than 1.3 million ears every year. We continue to excel as partners as you read this case study.
